影響連鎖加盟運作機制因素之研究--以臺灣地區餐飲業為例_

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題名：	影響連鎖加盟運作機制因素之研究--以臺灣地區餐飲業為例
書刊名：	多國籍企業管理評論
作者：	林妙雀／榮泰生／吳嘉勳／林錦龍／廖巧鈴
作者(外文)：	Lin, Miao-que／Jung, Tyson／Wu, Chia-hsun／Lin, Chin-long／Liao, Chiao-ling
出版日期：	2008
卷期：	2:1
頁次：	頁1-27
主題關鍵詞：	連鎖加盟；資源依賴；資源基礎；社會網絡；交易成本；Franchise；Resource dependency；Resource-based view；Social network；Transaction cost
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:3 共同引用:560 點閱:89

有鑑於過去對連鎖加盟運作機制之研究，較少顧及影響連鎖加盟總部專屬性資產投入與降低加盟者投機主義之因素探討，是以本研究結合資源依賴說、資源基礎說、社會網絡與交易成本理論，試圖建立以加盟者對加盟總部之資源依賴、加盟總部之資源能力與連鎖加盟網絡關係當作自變數，連鎖加盟三金之收取為干擾變數，而加盟總部之專屬資產投入與加盟者降低投機主義作為因變數之研究架構。同時特別選擇在連鎖產業扮演舉足輕重角色之台灣餐飲連鎖加盟總部當作研究對象，總共發放182份，有效問卷66份，回收36.26%。本研究運用多變量分析進行驗證，其結果發現：(1)加盟總部之資源能力愈豐富、加盟者對總部的資源依賴程度愈高，以及連鎖加盟網絡關係愈綿密，愈有助於加盟總部投入更多專屬性資產。(2)加盟總部之資源愈豐富、能力愈卓越，愈能降低加盟者的投機主義。(3)加盟總部之資源能力與連鎖加盟網絡關係，對於連鎖總部專屬資產投入之影響，分別受到連鎖加盟金、權利金與保證金等三金收取變數之干擾。依循本研究結果，針對連鎖加盟總部提出下列策略管理建議：(1)強化加盟者對總部之獨特性資源依賴，特別是高品牌知名度與經營訣竅，期能減少彼此爾虞我詐，降低連鎖加盟運作之交易成本。(2)厚實加盟總部之稀少性、價值性、不可替代性、不可模仿性之資源，以及創造持續競爭優勢之卓越能力，減少加盟者之投機主義。(3)連鎖加盟建立高度承諾與信任的關係網絡，有助於連鎖加盟總部對專屬性資產之投入。(4)連鎖加盟總部宜參酌國內外同業或異業之典範，設計完善的三金收取機制，藉以吸引加盟者之加入。

以文找文

Past studies on franchising mechanisms have sparsely probed into the antecedents of the investment of firm specific assets and opportunistic behaviors of franchisees. Accordingly, the current study attempts to develop a framework to examine the potential determinants from perspectives of resource dependence, resource-based view, social network theory, as well as transaction cost. In our framework, the extent to which franchisees depend their resources upon franchisor, the capability of a franchisor and network relationships are taken as the independent variables which are likely to influence the investing level of a franchisor's specific resource and that of a franchisee's opportunistic behavior. To clarify these relationships, three types of fees charged, that is franchising fee, royalty fee, and warranty fee, are regarded as the moderator. We chosen Taiwanese food franchisors as the research sample and sent 182 questionnaires with 66 of them were returned. The response rate was 36.26%. By conducting multivariate analysis, we found that a few results shown as follows. First, the degree of a franchisor's resource and capabilities will positively influence the extent to which a franchisee relies upon it. Close network cooperation will contribute to how much a franchisor invests in its specific assets. Secondly, how much a franchisor owns in resource and capabilities could result in the extent of a franchisee's opportunistic behaviors. Third, the three types of fee indeed play the role as a moderator. According to the research outcome, we bring up the following managerial implications. Franchisors are suggested to enhance the extent to which franchisees' dependence on their specific resources, such as brand awareness and management open sesames, to reduce calculative behaviors and transaction costs in the trading process. Resources featured by scarcity, high value, un-substitutable, and un-displaceable would lead to sustained competitive advantages and curtail opportunism. The relational network of commitment and trust would facilitate the input of a franchisor's specific assets. Franchisors are also suggested to refer to paradigm set by other firms in the same or in the different industries and design a sound mechanism to charge fees so as to attract more franchisees.

以文找文

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